Social Media Social Media Overview and Strategy Development Overview and Strategy Development Presented on January 25, 2012 by: Meg Brunner, MLIS Ei Wi t l PhD Erin Winst anley , PhD "This training has been funded in whole or in part with Federal funds from the National Institute on Drug Abuse, National Institutes of Health, Department of Health and Human Services, under Contract No.HHSN271201000024C." Produced by: Liz Buttrey, NIDA CTN CCC Training Office
Transcript
Social Media Social Media Overview and Strategy DevelopmentOverview and Strategy Development
Presented on January 25, 2012 by:Meg Brunner, MLIS
E i Wi t l PhDErin Winstanley, PhD
"This training has been funded in whole or in part with Federal funds from the National Institute on Drug Abuse, National Institutes of Health, Department of Health and Human Services, under Contract No.HHSN271201000024C."
Produced by: Liz Buttrey, NIDA CTN CCC Training Office
Outline:Outline:
1. Overview of social media
2. Provide examples of how social media tools can be used in research
3. Provide a case report of how Facebook is used to engage communitiesused to engage communities
4. Considerations in
d l i i ldeveloping a social
media strategy
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1. SOCIAL MEDIA OVERVIEW 1. SOCIAL MEDIA OVERVIEW 1. SOCIAL MEDIA OVERVIEW 1. SOCIAL MEDIA OVERVIEW
3WE ARE NOT ALONE
Social Media RevolutionSocial Media Revolution
Use social media to: Use social media to:
Maintain & build relationships Disseminate information Post pictures/videos Organize events Educate colleagues/patientsg /p Advertise products/services Recruit research participants Increase website traffic Increase website traffic Rapidly disseminate urgent
information during an emergency or disaster
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Overview of Social MediaOverview of Social Media“What is one word that describes your experience using
social networking sites?”g
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FacebookFacebook• Most frequently used social media toolM h 800 illi ld id• More than 800 million users worldwide
• 50% of users log‐on everydayFACEBOOK FEATURES WHAT YOU CAN DO
Posting information, pictures, videos weblinks or notes
Post the PAMI video, post links to CTN articles in the library share links for important conferencesvideos, weblinks, or notes library, share links for important conferences
Communicating via mail or instant chat
Communicate with individuals within groups/organizations when you don’t have their email address
Schedule events, track RSVPs, & link to directions
Advertise your dissemination/training events, quickly notify participants of any agenda or location changes
Choose your friends & manage Disseminate information to only targeted groupsC oose you e ds & a agedissemination
Twitter StatsTwitter Stats• Limits communications to 140 charactersO 200 illi• Over 200 million users
• 250 million Tweets per day worldwide
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Twitter StatsTwitter Stats
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Twitter ExampleTwitter Example
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What Should I Post?What Should I Post?
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What Should I Post?What Should I Post?
15POLL!
Google Plus (Google+)Google Plus (Google+)
History:
• Limited launch, July.• Full launch, Sept.• “Pages” added Nov• Pages added Nov.• By Jan: 90 million
users
Personal User Page • Less clutter than Fb.• Post updates, p
photos, videos, links, etc.
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Google+ “Circles” Google+ “Circles” –– Its Best FeatureIts Best Feature
Organize followers kl b dquickly by dragging
their pictures/logos (not seen here) into relevant “circles.”
Then use circles to target specific people for contentspecific people for content
Only show this post to CTN Members, e.g.
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Searching Google+ Searching Google+ –– Its Worst FeatureIts Worst Feature(Oh the irony )
C ’ h EITHER
(Oh, the irony. . .)
Can’t search EITHER People or Organizations – only BOTH.
“Pages” (for orgs) are marked with symbol, but mixed in with other, less relevant results.
Try external tools:Try external tools:Gplussearch.com or FindPeopleonPlus.com
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Other Google+ FeaturesOther Google+ Features
• Hangouts: Video chat – Will be adding a document share feature soon Rival to Skype? Integrated withshare feature soon. Rival to Skype? Integrated with Gmail, iGoogle, Orkut, and YouTube.
• +1 Button: Similar to “Like” in Facebook, but connected to Google Search, providing feedback to search engine on relevance.
• Google bar: Google+ integrated with all other Google apps.Google bar: Google+ integrated with all other Google apps. Black toolbar at top of all Google pages lets you quickly move between accounts on G+, Gmail, Reader, Documents, Sites, and more.
POLL!19
BlogsBlogs
• Blogs are a social media platform• Interactive & can combine text, video, photos, audio & linksInteractive & can combine text, video, photos, audio & links• Readers can leave comments• Free blog platforms Wordpress.com or Blogger.com
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Blog Comments = TwoBlog Comments = Two‐‐Way Dissemination Way Dissemination
Comments on this post at a DrugFree.org blog included:
• feedback on how valuable thisfeedback on how valuable this information was to blog’s readership
• shared personal experiences • links to related resources
readers thought others might be interested in.
Readers learn from you, you learn from readers! Two‐way information dissemination!
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LinkedInLinkedIn
• Over 135 million professionals
C i h f i l & k C l AC l AC l A• Connect with professionals & seek employment
• Forum for job‐related questions
Cool Apps: • Box to post documents
Cool Apps: • Box to post documents
Cool Apps: • Box to post documentsForum for job related questions
• Very easy to use, very professional • SlideShare to share presentations
• TripIt to connect with
• SlideShare to share presentations
• TripIt to connect with
• SlideShare to share presentations
• TripIt to connect withLinkedIn Groups:
• ATTC Network
TripIt to connect with your network when you travel
TripIt to connect with your network when you travel
TripIt to connect with your network when you travel
• Friends of SAMHSA
• Emerging Drugs of Abuse
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LinkedIn StatsLinkedIn Stats
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LinkedIn ExampleLinkedIn Example
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LinkedIn ExampleLinkedIn Example
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LinkedIn ConnectionsLinkedIn Connections
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Sherry Knapp Brown
LinkedIn ConnectionsSherry Knapp‐Brown
Eric Strain
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ERIN
28PROXIMAL DISTAL
Comparison ChartComparison Chart
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Comparison ChartComparison Chart
Results from the pre‐webinar survey
Percent (n)
Maintain & build relationships
94% (50)
What else could we do within the NIDA CTN?
• Engage more treatment providersrelationships
Post pictures/videos 74% (39)
Disseminate information 45% (24)
• Develop an internal CTN social network site
• Create SIG‐like groups on social diOrganize events 32% (17)
Educate friends/patients 21% (11)
Advertise 8% (4)
media• Create a CTN page for all of our
studies• Disseminate findings outside of the
products/services( )
Recruit research participants
2% (1)
Disseminate findings outside of the specialized audience, to the public
• Connect with the next generation of clinicians
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Comparison ChartComparison Chart
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32
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STRECH BREAKSTRECH BREAK
• (SHOW VIDEO – as example of creative ways to communicate health information)
http://www.youtube.com/watch?v=eTptrY8zBfIp y p
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2. USING SOCIAL MEDIA TOOLS 2. USING SOCIAL MEDIA TOOLS IN RESEARCHIN RESEARCH
2. USING SOCIAL MEDIA TOOLS 2. USING SOCIAL MEDIA TOOLS IN RESEARCHIN RESEARCHIN RESEARCHIN RESEARCHIN RESEARCHIN RESEARCH
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Research ToolResearch Tool
• Social media tools are being used as a tool to recruit studyas a tool to recruit study participants & follow‐up with study participants
• CTN 0044 is using social media to contact and locate study participants for follow‐up
Study Advertisements on FB
p p p
• Some IRBs have concerns regarding confidentiality• Need standard guidelines for using social media in clinical research
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Research ToolResearch Tool
Next webinar: “Getting Started with Social Media”
Wednesday, February 29th
1:00‐2:30PM (ET)
How to set-up a Twitter account How to set-up a page on FacebookRecruit, engage & follow up with research participantsSocial media & IRBs
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3. CASE REPORT3. CASE REPORT3. CASE REPORT3. CASE REPORT3. CASE REPORT 3. CASE REPORT USING FACEBOOK TO ADDRESS OHIO’S USING FACEBOOK TO ADDRESS OHIO’S
PRESCRIPTION DRUG EPIDEMICPRESCRIPTION DRUG EPIDEMIC
3. CASE REPORT 3. CASE REPORT USING FACEBOOK TO ADDRESS OHIO’S USING FACEBOOK TO ADDRESS OHIO’S
PRESCRIPTION DRUG EPIDEMICPRESCRIPTION DRUG EPIDEMICPRESCRIPTION DRUG EPIDEMIC PRESCRIPTION DRUG EPIDEMIC PRESCRIPTION DRUG EPIDEMIC PRESCRIPTION DRUG EPIDEMIC
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Example of Using Social Media to Fight Example of Using Social Media to Fight Prescription Drug Abuse in OhioPrescription Drug Abuse in Ohiop gp g
1. Fix the Scioto County Problem of Drug Ab Mi d O dAbuse, Misuse, and Overdose 3,487 Members on Facebook (group), public
forum to discuss prescription drug abuse & what is b i d i th it t d t thbeing done in the community to respond to the problem
2. Portsmouth Ohio Rx Drug Task Force Meets monthly, representatives from various
State & local agencies attend3. SOLACE
Support group for people who have lost someone due to drug addiction or drug‐related crimes
Facebook group with approx. 1,272 followers
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Grassroots Community Organizing Grassroots Community Organizing via Social Mediavia Social Mediavia Social Mediavia Social Media
• Pill mill protests
Sh i f i h & id• Share information, photos, & videos
• T‐shirts
• “Be The Wall”• Be The Wall
• National Day of Prayer
• Seven Marches in Seven Daysy
• Local pain clinic ordinances
• Tax levy to fund prevention efforts
The Facebook group allowed them to rapidly disseminate information on 1) events, 2) progress towards reaching goals, & 3) immediately share successes1) events, 2) progress towards reaching goals, & 3) immediately share successes
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Ohio County Losing Its Young to Painkillers’ Grip (April 14 2011)Painkillers Grip (April 14, 2011)
Drug Czar Warns About Prescription PainkillersAmericans take 80 percent of all
.
prescription painkillers taken in the world
.
Gov. Kasich vows to drive the devil out of Scioto County
Ohio’s Opiate Epidemic: A Summit on Policy, Prevention
& Treatment
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Connecting Virtual & Real NetworksConnecting Virtual & Real Networks
Social media can be a mechanism to:• Connect with community‐based organizations
• Maintain relationships across geographic space
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Engaging CommunitiesEngaging Communities
• Community members own it
• Debate grew membership
• Get creati e• Get creative
• Confidential tip line
• Have contests
• Expand network of volunteers
• Connect community members & police & healthConnect community members & police & health officials
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ctntraining
N�550 44
44. SOCIAL MEDIA STRATEGY. SOCIAL MEDIA STRATEGY44. SOCIAL MEDIA STRATEGY. SOCIAL MEDIA STRATEGYDEVELOPMENTDEVELOPMENTDEVELOPMENTDEVELOPMENT
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Social Media PoliciesSocial Media Policies
• Where do you work?
• What are your objectives?– Define your audiencey
– Know your competition
– How much resources (time & $) will you investHow much resources (time & $) will you invest
ACADEMIC CLINICALACADEMIC CLINICAL
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Colleagues Public PatientsResearch
POLL!
Survey Poll ResultsSurvey Poll Results
Does your employer have a workplace policy di i l di ?regarding social media?43.1% (n=28) Yes13 8% (n=9) No13.8% (n=9) No43.1% (n=28) Don’t know
Does your employer prohibit use of social media atDoes your employer prohibit use of social media at the workplace?
• Determine who is responsible for social media i i iactivities
• Define scope of content
• Establish privacy expectations
• Define comment policy
• Federal laws & regulations
• Protection of patient confidentiality
• Monitor content & evaluate performance
• Address defamation, slander & libel48
Social Media PoliciesSocial Media Policies
Educate employees: OSMA Best Practices: • Limitations of privacy
settings
• Third party access or
1. Accountability & accuracy
2. Honesty & transparency
3 RespectThird party access or storage
• Permanency of a digital
3. Respect
4. Lawfulness
5. Managementfootprint
• Consequences of policy violations
5. Management
6. Monitor internet
7. Be collaborativeviolations
• Laws applicable to digital communications
8. Add value
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Legal ConsiderationsLegal Considerations
• Consider having your workplace policy on social di i d b lmedia reviewed by a lawyer
• Office of the National Labor Relations’ report on i l di i A t 2011social media cases in August 2011
– Facebook posts may or may not be grounds for termination
– Example case of employee discussing work at mental institution to FB p p y g“Friends” only and was rightfully terminated
“ It was spooky being alone overnight in a mental institution … one li ki h & h l did k h h hclient was cracking her up, & that employee did not know whether the client was laughing at her, with her or at the client’s own voices”
506 degrees of separation between you & Kevin Bacon
Pros & Cons of Social MediaPros & Cons of Social Media
NEED MORE DATA!!NEED MORE DATA!!NEED MORE DATA!!NEED MORE DATA!!51
115,62
3
n=4,91
1
Obama=1
McCain
E�MAIL
Obama=3,000,000
McCain=319 000
TEXT
McCain=319,000
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Final RemarksFinal Remarks
• Social media tools are about relationships
• Dissemination is far reaching & immediate
• Bridge geographic distances
• Enhanced value when combined with other dissemination strategies
• Be mindful of that which you cannot see
Ted Williams 53
Final RemarksFinal Remarks
• Develop a strategic plan & policies that reflect your social media objectives
• Want to learn more? Check out the Social Media Resource Guide in the Dissemination Library
Tell us what you’d like to know more about in the post‐webinar survey
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AcknowledgementsAcknowledgements
• RUC Social Media Workgroup Members
• Social media listserv members
• Clinical Coordinating Center
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Other WebOther Web‐‐based Resourcesbased Resources
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Upcoming WebinarsUpcoming Webinars
DATE WEBINARSDATE WEBINARS
FEB 8 Site Selection Strategies
FEB 29 Getting Started with Social Media
MAY 9 Managing Emotions in Recovery
JUN 13 Biological Measures & Specimen Handling
JUL 18 Co‐occurring Disorders: Integrated Treatment of Addiction and Mood andJUL 18 Co occurring Disorders: Integrated Treatment of Addiction and Mood and Anxiety Disorders
AUG 15 Personality Disorders and Addiction
SEPT 19 Build Your Team for Research SuccessSEPT 19 Build Your Team for Research Success
OCT 24 Managing Safety & Crisis Situations
NOV 14 Practical Statistical Reasoning in Clinical Trials for Non‐Statisticians
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DEC 19 Helping Patients with Substance Use Disorders and Pain
